Dear Esther,

I’ve been writing professionally for the past 10 years, and in fulltime writing jobs for the past three (previously I did freelance writing and had jobs that included writing but were not exclusively writing jobs).

I love my current job, which is in an agency where I mostly do journalistic writing and get the opportunity to do some copywriting: eDMs, flyers, web banners, websites, packaging, that sort of stuff. I don’t get to write any ads though.

My concern is, when it comes time to look for another position, I am not sure I would be able to secure a copywriting role. The senior writers at my agency are great, letting me help out with bits and pieces to build my book up, but I’m not a junior anymore, I’ve been doing this for years. I just haven’t written any ads.

Any advice on what to do to make myself attractive as a mid-weight copywriter in the future?

Thanks in advance,

Ad journo

Dear Ad Journo,

Although related and even overlapping, “long-form” copywriting and “ideas” copywriting are different skills.

Any brilliant advertising Copywriter can do both, but a writer who can write may not be so great at coming up with ideas and vice-versa.

The AWARD CopySchool is designed for writers who are already in the industry to develop their craft. Courses like that are also a way of building industry contacts and finding mentors outside your current agency.

To advance as a more “ideas” Copywriter, you will need a book that demonstrates your thinking, not just your craft.

Ideas that answer briefs, ideas that are strategically sound but perhaps more headline than copy-driven. These ideas should cover traditional media such as TV, radio (script & dialogue writing is a whole other skill), outdoor (light on words, big on visuals), press, etc.

Also you would be expected to have ideas across integrated and social media.

It’s up to you to find a way to showcase your thinking and your skills for the kind of place you want to work.

Good luck.

You can ask Esther Clerehan anything about putting your book together, getting a job, what salary to ask for or what to do when someone steals your ideas. Go on, Ask Esther. There is no other creative recruiter with more experience to educate us on the art of the job hunt. You can email her here at junior at wtf@lifeatthebottom.com (wtf null@null lifeatthebottom NULL.com).